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Mark: Eric, what are the key elements of successful content marketing?

Eric: That’s a big question and obviously it depends on the exact goals of the campaign and stuff like that, but all campaigns have some common elements to them.

Mark: What are those common elements?

Eric: Still a great question.

The first one is actually user value. You have to be adding value to the user. That can mean many different things, but in all cases you have to be adding value to the users and creating a sense of connection with your brand.

The second one is differentiation. What makes your content unique and is it something that many other people have written about already? You want to be doing something unique, and then figure out what you can do to bring a new angle.

Also, think about the depth and breadth of your content.

Mark: What do you mean by that term depth and breadth?

Eric: The basic idea is to provide unusually deep coverage of a topic area. For example, your competition might have five articles on a topic. What if you did the extra research and wrote 10? How about 20? That could be a great value to users. Would the result be the best resource on that topic in the entire market? That’s not necessarily a bad place to be.

Mark: Okay. Before we go, do you have anything else you want to add about making a campaign successful?

Eric: Sure.

First of all, don’t overlook the promotion side of things. Once you create the amazing content you do need to tell the world about it. You need to plan your promotional campaign even before you start creating content. One of the things that might happen is in looking at the places where you’re thinking about promoting, you might get more good ideas for what to write because now you kind of know what’s going on in their brains and you can design your content to fit something that’s eminently promotable.

Then figure out how to contact the people that have written about the related topics that you researched in putting together your content plan and figure out how to pitch them in a way that might cause them to reference your stuff.

Really incredibly important that your pitches be customized to every single individual. No mass mailings, please. And then follow-up with an effective outreach campaign to get the word out there.

Mark: Thanks, Eric.

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Eric Enge leads the Digital Marketing practice for Perficient Digital. He designs studies and produces industry-related research to help prove, debunk, or evolve assumptions about digital marketing practices and their value. Eric is a writer, blogger, researcher, teacher, and keynote speaker and panelist at major industry conferences. Partnering with several other experts, Eric served as the lead author of The Art of SEO. Learn More About Eric Enge

Great article. The biggest eCommerce flaw I see on almost every webhop is lack of content. It really makes a difference if you do your research and spend extra time on content creation. Works well with engagement, conversions and SEO.

I think this basically relates to the trend to do bigger and better content – “think about the depth and breadth of your content.”
To make it more in depth, you’ll generally be more thorough. I love the transcription of the video, makes it easier to catch stuff. What do you use for the transcription?

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